
The loudest effort comes from state-owned broadcaster China Central Television, which has accused Apple and Samsung Electronics of shoddy hardware, poor customer service and electronic spying that may make Chinese consumers wary of buying their products. But there's also quiet maneuvering that could yank the wheels off the premium smartphone model underlying the Apple-Samsung profit machine.
China is an important country for any global gadget company. Beyond being the world's largest mobile market, it continues to post strong growth in smartphone shipments. While China's 31 percent growth in the first quarter represents a slowdown, according to IDC data, it still outpaces developed markets. Shipments in China are about six times larger than the next-closest BRIC country, India. Apple didn't respond to a request for comment, and Samsung declined to comment.
But the size of China's market means that even slight changes in government policy or consumer demands can affect the outcome of a $189 billion company's earnings. Samsung posted its third consecutive quarterly drop in operating income last week. In a statement, the company pointed the finger at one country in particular, reasoning that "the second quarter is a seasonally weak period for smartphone demand in China."
There is one development that's widely expected to help Apple and Samsung. The long-awaited deployment of faster 4G cellular networks throughout China should stoke demand for higher-end devices that support it. The two largest global smartphone makers have already adopted the technology. Some local manufacturers haven't, though they've certainly had time to catch up.
Smartphones from the California-based company and South Korean electronics giant are popular with Chinese shoppers. Samsung has the biggest share of the market, while Apple is in fifth place behind Xiaomi, according to IDC. Apple has long trotted China out as a growth story for the company, and it opened the 10th Apple Store there in January. Meanwhile, Samsung has been working on manicuring its image in China with a series of brand advertising campaigns (as opposed to product ads). In light of recent news, they might want to do more.
The government ordered the three state-owned wireless carriers to reduce expenses on subsidies and ads for devices such as the iPhone, Bloomberg News reported last week. Apple and Samsung have collected huge profits by getting carriers to eat the high costs of their phones in order to attract subscribers — a standard model in the U.S. and one that has begun taking hold in some Chinese cities. The carriers were told to reduce promotional spending by a combined 40 billion yuan ($6.4 billion) over the next three years.
This reduction in marketing and subsidies could benefit Lenovo, Coolpad and Huawei, which tend to produce cheaper, lower-margin devices to grab market share. (It's working, by the way.) Xiaomi sells high-end hardware at low prices and tries to make up for it by selling services on the phone. Xiaomi's marketing is done almost entirely online and through fan conventions. (This is also working.)
Bloomberg
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